Visible and Recognisable

Billboards (posters of large dimensions) are present everywhere as an advertising tool. It is primarily intended for advertising campaigns and building a company identity or brand. The billboard is an advertising medium that must operate "at first blush." It often happens that advertisers want to place as much information as possible on the billboard, which is counter-productive and void the basic function of the billboard.

The billboard’s function is not to go into detailed information, but to excite the attention and interest of the target audience. For this reason, the billboard must be original, noticeable, outstanding, distinctive, and must convey a clear message without any superfluous description of the advertised content. This is particularly important for the jumbo billboards that stand along the roadside and are intended for the road’s users. It only has a short time to make an impression; for example, an inscription with letters 15 cm high, at a distance of 100 metres is visible for only 7 seconds to a vehicle travelling at a speed of 50 km/h.

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